NEW YORK: In an attempt to reconnect with male youth culture, NBC Sports has created a new event, titled The Gravity Games, which will air on the network in summer 1999.
The joint venture between the network and special interest publisher the Petersen Companies, will be operated by sports marketing agency Advantage.
The Gravity Games will feature a series of competitions such as inline skating, motorcross and skateboarding.
Sales and sponsorship will be the joint responsibility of Advantage, NBC and Petersen. The three are planning to stage a Winter Gravity Games starting in 2000, as well as an international competition.
The move by a network to enter a market that has been dominated by cable outlets, such as ESPN, is partly prompted by the rising cost of major sports events. NBC passed on acquiring broadcast rights to this season's National Football League.
'This will be a new vehicle for NBC Sports to expand its young audiences,' said NBC Sports chairman Dick Ebersol.
The Petersen Raw Sports magazine group will promote the Games and NBC's telecast, while NBC Sports will produce TV and Internet coverage.